This video was created for the 3% creative conference in California, by Pitch Agency. It features a number of Creative Directors and their thoughts on the role. The stand-out definition of what the role is comes from Fabio Costa, Assistant Creative Director at TBWA/Chiat Day

We all love that special image, the instant frozen in time, preserved for ever. But have you ever thought what an instant in time might be or what might constitute the memory of such an event. What is a moment? Can a still image encapsulate an event that may say take a few seconds?

Take a landscape scene, rolling hills, endless skies – might even be a setting sun over the sea – it doesn’t matter. Just think what it is that makes that experience. Is it the way the water glistens, is it the way the colour slowly changes as the sun moves. Is it the way the trees shimmer as the leaves move in the wind?

Take a portrait. How much more would you appreciate a smile if you could see the face before. How much more of the personality could you capture if you could see the slight often habitual involuntary movements that everyone has.

Ok I hear you say so what, that's what movies are for and yes there are many great examples of these moments I could site – the 1980s film Koyaanisqatsi maybe,countless stock footage of single situations, and even the paintings in Harry Potter films but I’m talking about something more subtle.

Something caught my eye last week and it was a pure case of coincidence. That week I was making a Monet painting move, snow fell, birds hopped and in the end we all had a ‘Merry Christmas’ when I stumbled across the cover of the New Yorker Magazine where in a bold move they put an animated giff on the cover. It’s a rather graphic representation of the view from inside a NY cab in the rain. ( Although personally preferred the last of the designs shown) Whether its simplicity is be down to technical restrictions or art direction it doesn’t matter, it‘s still a nice example of a desire not only to push what is acceptable but to showcase what is possible.

Why go to that effort? Well why not. We have ability to do so much with our digital media than we did 10, 5 or even 2 years ago – data rates and the technology behind the code has advanced well beyond the point where this can be the norm. So why not use these developments to allow for a richer experience and break free from what has been a historical restriction of print and maybe make a moment last a few seconds.

Below are a few of the most creative ideas from the Winners at this year's CLIO Awards. The topics, audiences and purposes vary across the board and although most aren't B2B, they have some pretty powerful thinking behind them, taking you 'outside the box'.

Branded Entertainment + Content

This animated short film shows the journey of a Scarecrow who is disappointed in the processed food industry and wants natural, wholesome food instead. Originally released in September 2013, it's received more than 13 million views in a year and the app was downloaded by more than 250,000 people within the first four days of its release. It's a really subtle way to promote the brand Chipotle, created by Creative Artists Agency.

Content + Contact

It's not easy to make Volvo trucks sexy or appealing for consumers or judges; enter Jean-Claude Van Damme. The campaign by Forsman & Bodenfors created a snowball of thousands of spoofs and media mentions, creating great exposure.

Engagement

Christmas is all about sharing and giving, right? Not for Harvey Nichols who decided to create presents for the selfish givers with this 'I spent it on myself' campaign. Consumers could buy low-cost presents and spend their hard-earned paycheck on themselves. Products included a sink plug, a bag of gravel and elastic bands, created by adamandeveDDB, and was such a huge hit that the wooden toothpicks sold out within a few hours.

Innovative Media

British Airways and OgilvyOne transformed billboards into an interactive ad with a bit of science behind it. On each billboard, a child pointed to a British Airways plane with information on where it was headed. The intelligence behind it was phenomenal... Now that's smart marketing.

Public Relations

Since when did girls being told you were "like a girl" turn into a bad thing? Leo Burnett Toronto worked with Procter & Gamble to work on building self-esteem for young girls and re-define throwing, running or fighting like a girl. This campaign had no fancy visuals, just plain smart truth.

Project Gregory is a non profit effort that converts existing billboard structures into affordable housing units. Maintenance costs, skills, and resources are covered through funds raised by the advert space and partner reciprocity.The Republic of Slovakian project utilises the electricity used to keep the billboard lit at night to power the home’s interior.

This project is open source and Project Gregory encourages all cities in all countries to construct new, innovative designs and involve as many companies as possible to help make a difference.